The following blog is part of a series on “Sales” from our Darren Bosch here at DeliberateU.
As a Christian sales leader, are you feeling tired? Do you sometimes feel you’re on the same treadmill, sweating so hard for better results – even trying new things – but finding it so hard to move the needle? I saw it on the face of a determined, yet frustrated owner again last week…
I’ve been there too. So today I’d like to share with you a proven, effective way of garnering high quality Sales Leads – including your own “treasure map” as a guide to help you get there.
Before we get into the 8 keys for better Sales Leads, we first need to be clear on two fundamentals we often get tripped up on enroute to the “treasure". As a kingdom-focussed sales leader, I simply cannot avoid this.
FUNDAMENTALS:
1. A Kingdom Mindset to Sales: A Christian leader knows that Sales and Marketing is an opportunity to serve and add value to the lives of others. They know that marketing is NOT about getting people to do something they do not want to do. They know that their mindset and approach to effective Sales and Marketing needs to be something different. Jesus speaks clearly about that in Mark 10:45: “For the Son of Man did not come to be served but to serve.”
I’m more persuaded than ever that this is the mindset Jesus has for us as we look to do the marketing and sales of our businesses with integrity and beauty. In that, we can more easily surrender and trust everything with to God - that He will supply all our needs for every good work… giving us the tools and skills as we keep our hand to the plough.
2. Redeeming Work: As entrepreneurs we’re often attracted to the big picture… and we love the pursuit of the next big fish. But in doing so, we can neglect the gift right in front of us! I cannot share the 8 keys of driving better Sales leads without first sharing the single, key ingredient for better Sales results. You need to read the prequel first, since they go hand-in-hand.
So as Christ-following sales leaders, let’s “tend to our flocks” and do the hard, but rewarding and redeeming work!
OK, let’s roll up our shirt sleeves and get at it!...
The Big Idea: Grow sustainable sales from a consistent flow of ideal leads through a variety of different sources.
8 KEYS FOR DRIVING IDEAL SALES LEADS
1. Referrals
Consistently implement a Formulated Referral Program to ensure a consistent flow of ideal leads from those who already trust and love you. Why? Referrals create ideal prospects who convert better, close faster, are more profitable, have higher lifetime value… and refer more like them. Check out the data. They are your life-line!
2. Customer Add-ons
Let’s quit looking only over the horizon. There’s no easier opportunity than the cross-sell or add-on with an existing client who’s already delighted. Add-ons cost less, are easier to implement and have higher margins. And, your client gets a better result and more value = more chance for referrals.
3. PPC Ads
Obtain new, targeted leads with a tailored, pay-per-click program. Further optimize with different Ads for different messages and audiences, always giving a direct call to action. It’s very inexpensive and delivers immediate results.
4. Website & Video
ICP & UVP: Your website is about your target audience and what’s specifically important to them - not you! Meet them in their pain, show how you’ll solve their problem, providing them the benefit and value-add through compelling, visual storytelling. Use a combination of video Case Studies and Testimonials. Don’t waste your time if it’s not video nowadays.
Drive Organic Search Traffic: Targeted searches find you by searching for keywords and finding links in your website content, blogs, podcasts, newsletters or YouTube videos rich with keyword relevance to a niche topic. Create topical videos that your audience is searching for, directing people to your online content from that video. Get as many other authority sites linking to yours as possible.
Lastly, people buy from people. So ensure you have Profile biographies on the leadership team. A picture of an owner doesn’t cut it anymore.
Download your Cheat Sheet as a helpful tool on your office wall
5. Networking, Tribes & Events
Regularly be present where your customers play, pay or party. Partake as an expert-of-choice as you look to add value, giving them a reason to want to follow or engage. Leads here also find you by hearing you on stage and either opting into your list, limited time offer or visiting your website later. So, find out where they are after work. When you find it, you’ll know. It’s a long-term gold-mine!
6. Direct Campaigns
Although not for all markets, it’s still a very effective means. Because new leads often first learn of you and sit up and listen when you bring them a compelling offer they need with a clear call-to-action. Direct mail must have:
a) a targeted audience
b) the right timing
c) a compelling offer tailored to their needs
Further optimize it with a simultaneous online campaign via social networks and landing page offer on your website.
7. Social Media
New leads find you by having friends or indirect connections follow you and share or like your content. Setup this channel by creating accounts on the relevant networks where they and/or your demographic audience reside on Social Media. Then share relevant, valuable content on a consistent basis.
Incorporate short videos and the simple means for them to share with their social network. Respond and engage with the comments to increase visibility on key posts.
8. Branding: Fleet, Signage, Ads
I can’t tell you how many times I heard savvy business owners say their new sales leads saw them for years already via their beautiful signage, vehicles, print Ads or other branding. So ensure a cohesive, consistent look and message to drive home a powerful, memorable image they can’t forget. It gets stored in their memory bank and when the time is right they will come.
The Results of 8 Key Lead Sources in a Deliberate Sales Funnel.
MEASURE IT
As small business owners, most of us do not have the money or time to waste on marketing that does not bring a return. That’s why all marketing efforts should be measured, monitored and improved constantly.
To do that, we suggest the following commitment:
- I will treat marketing as an investment therefore will measure response rates
- I will experiment and keep only the best tactics
- I will implement an effective keep warm strategy so that I maximize the yield and serve my prospects well
- I will work hard to ensure that my customer experience reflects my marketing so that referrals multiply
- I will position myself as a trusted advisor who provides valuable insight and value to my prospects
Deliberate Application:
- What’s your mindset about the sales and marketing of your business?
- Print off your “8 Keys Cheat Sheet”and discuss with your team. Have each person reflect on their strengths and opportunities to grow.
- Measure and rate your current methods for generating quality sales leads.
- What will you do this week to move one of these 8 keys forward?
